Title: 星巴克被打到瑞幸价 | BestBlogs.dev
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Published Time: 2026-08-08 20:40:00
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星巴克被打到瑞幸价
Through the observation of the 'first cup of milk tea in autumn' marketing moment, this article reveals that the competitive focus of food delivery platforms has shifted from low-price subsidies to high-ticket operations. Starbucks is being subsidized down to Luckin Coffee price levels, as platforms attempt to cultivate high-end instant retail habits through refined operations. 第 第一财经Follow·
Yesterday·1597 words (about 7 min)
AI Summary & Key Points
Summary
Using the 'first cup of milk tea in autumn' as its entry point, the article combines field observation and comparative data to find that this year food delivery platforms have significantly scaled back vicious low-price subsidies such as 'zero-yuan purchases', instead focusing their subsidy firepower on high-ticket brands like Starbucks. This has pushed prices down to Luckin Coffee levels, with a single cup as low as 4-6 yuan and redemption vouchers at 12.9 yuan. The reporter interviewed delivery riders, white-collar workers, and Zhang Yi, CEO of iiMedia Research, and combined statements from Meituan's Wang Xing and senior management of Taobao Flash Purchase to systematically analyze the new logic of instant retail competition: under the dual constraints of huge losses and regulation, platforms no longer burn cash to acquire volume. Instead, they have shifted to refined operations such as emotional marketing, targeted discounts, and private-domain traffic, and have launched high-end delivery projects like 'Family Feast' to establish a presence in high-ticket non-meal orders. The article also points out that the high-ticket track faces real challenges such as rising delivery costs, greater compensation risks, stronger bargaining power of brands, and a long cycle to cultivate user habits.
Main Points
* 1. Food delivery subsidy strategies have significantly contracted, 'zero-yuan purchases' have receded, and the price floor has risen to the 10-yuan range.
Platforms such as Meituan and Taobao Flash Purchase no longer issue large volumes of low-price coupons under 5 yuan, and promotional prices for milk tea brands have generally returned to the 8-12 yuan range, signaling that vicious low-price competition has been curbed under regulatory and loss pressures.
* 2. The competitive focus has shifted to the high-ticket market, with Starbucks becoming the core target of platform subsidies and its prices pushed down to Luckin Coffee levels.
Taobao Flash Purchase stacked discount coupons to bring Starbucks' per-cup price below 50% off, while Meituan launched a 12.9-yuan redemption voucher, matching Luckin's price. Platforms aim to attract high-value users through high-ticket brands and improve the economics of each order.
* 3. Platform operating models have shifted from 'burning money for volume' to 'refined operations', with emotional marketing and private-domain traffic becoming new levers.
Experts note that platforms are now prioritizing efficient means such as holiday emotional marketing, targeted discounts, and private-domain traffic. Taobao Flash Purchase has launched the 'Family Feast' project to independently operate Michelin/high-end restaurants, and Meituan has also explicitly focused on the high-ticket segment.
* 4. The high-ticket track faces triple challenges of costs, risks, and habit cultivation, and scaling still requires time.
High-end dining has high delivery costs, significant compensation risks, and strong brand bargaining power. Moreover, it takes long-term cultivation for consumers to form high-end consumption habits on instant retail platforms, and the platform profitability model has yet to be proven.
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原创 陈杨园 2026-08-08 20:40 上海
2026.08.08
本文字数：1553，阅读时长大约3分钟 **作者 |**第一财经 陈杨园
8月7日，随着立秋时节到来，“秋天的第一杯奶茶”建立起的营销心智让部分奶茶店再度迎来“爆单”。
不过，伴随着外卖大战进入新阶段，第一财经记者发现，奶茶“零元购”少了，相反，外卖平台将商战打到了星巴克，背后是即时零售竞争转向高客单市场。
“公司今天点奶茶的人很多，中午一点半打开两家奶茶店，一家显示明天才可以预订，一家显示到三点半可以定。”一位写字楼工作的白领告诉记者。
为“秋天的第一杯奶茶”买单的用户不少，一位外卖员告诉记者，他所在的片区茉莉奶白、茶百道、蜜雪冰城都有“爆单”情况，外卖员们都很着急“我的怎么还没做。”
相比去年，今年的“爆单”情况降温不少。记者下午观察各奶茶品牌小程序发现，霸王茶姬、喜茶等品牌存在部分门店爆单到闭店、排队数百杯的情况，但整体来看，大部分店铺的压单在30单以下。
一个明显的变化是，“零元购”从这场“奶茶双11”中消失了，记者发现，随着外卖恶性低价竞争被叫停，美团、淘宝闪购等平台的补贴动作更为克制，把奶茶价格打到5元以下的动作明显少了。
部分低价订单仍然存在。淘宝闪购推出了“天天秒杀”，水果吨吨桶、冰淇淋等价格低至1.9元，库迪生椰拿铁秒杀价为6.9元，但平台放量明显减少，几乎准点就会抢光，在促销频道，一杯瑞幸的优惠价为10.5元，蜜雪冰城的价格也在6-8元。美团推出了满18元减18元的优惠券秒杀，但同样准点秒没。
过往“零元购”名单里常见的奶茶品牌们活动价格区间到了10元左右，淘宝针对茶百道、沪上阿姨、Tims等推出了8.9元奶咖通兑券，美团推出的针对茶百道、瑞幸、爷爷不泡茶等品牌的兑换券价格分为9.9元和12.9元两个区间。外卖平台整体在减少“白菜价”的出现。
但值得关注的是，反倒是过往外卖价格战中相对维持高价的星巴克在“秋天的第一杯奶茶”的商战中走在了降价前线。今日下午，“星巴克 秋天第一场商战”登上热搜，多位网友反馈以十元以下的价格买到了星巴克，一些用户晒出的订单在4元、6元左右。
星巴克在这场商战中被打到了瑞幸价。记者查看发现，淘宝闪购在星巴克单杯特价5折、7.5折的基础上，叠加平台优惠券，用户普遍能够以低于5折的价格购入活动款式星巴克，美团则直接推出了12.9元的“秋天的第一杯星巴克兑换券”，与部分款式的瑞幸兑换券同价。
从“秋天的第一杯奶茶”观察外卖竞争，低价竞争被叫停的同时，一个值得关注的趋势是，平台角力的重心正转向高客单价订单的运营，星巴克们所带来的客群成为平台运营的关键。
去年年底，美团CEO王兴就曾表示，高客单价领域是美团想要关注的更有价值的因素。今年7月，淘宝闪购也表示，闪购已过烧钱换量的最激烈阶段，公司的重点已转为高客单的餐和非餐订单。今年6月，淘宝闪购在多地启动名为“家宴”的高端外卖项目，对平台内的米其林餐厅、高端餐饮品牌等展开独立运营。
“零元购”退潮、高客单价订单更受重视的新趋势中，艾媒咨询集团CEO兼首席分析师张毅对记者分析，伴随着巨额亏损和监管的约束，外卖平台已意识到，“补贴大战没有赢家”。从“秋天的第一杯奶茶”观察，外卖平台开始更关注节假日的情绪营销、定向优惠、私域引流等更精细、高效的运营创新，以此来提升用户活跃度。
而伴随着外卖竞争转向高客单价市场，张毅认为，外卖平台也将面临着更高的配送成本和赔付风险，高端餐饮品牌更强的议价能力也意味着对平台运营能力及利润的新挑战。另一方面，要培育消费者在即时零售平台高端消费的习惯，形成规模化，市场还需要更多时间。
一杯奶茶背后，告别低价战役，如何围绕用户价值和消费升级做长期运营，正成为外卖平台下一阶段的关键考题。 微信编辑| 七三 ·联系我们 线索爆料：bianjibu@yicai.com 商务合作：business@yicai.com 推荐阅读
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 阅读原文Key Quotes
> There are no winners in the subsidy war.
> Food delivery platforms have begun to pay more attention to more refined and efficient operational innovations such as holiday emotional marketing, targeted discounts, and private-domain traffic, in order to boost user activity.
> To cultivate consumers' habit of high-end spending on instant retail platforms and achieve scale, the market still needs more time.
Tags
Instant Retail
Food Delivery Platforms
Starbucks
Luckin Coffee
Price War
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